Sushi is a traditional Japanese dish with a history of over 500 years, but the use of raw salmon in sushi was an innovation of the Norwegians, introduced to Japanese chefs through "Project Japan". In 1985, Thor Listau - then Minister of Fisheries of Norway, along with a delegation of 20 people including exporters and representatives from various organizations, traveled to Japan to introduce Norwegian salmon sushi to the people of the "Land of the Rising Sun" through Project Japan.
Over 40 years ago, the Japanese mainly ate sushi made from tuna and sea bream. Raw salmon was not used at that time because they believed that salmon from the Pacific Ocean were infected with parasites, lacked flavor, color, and smell, making them unsuitable for eating raw.
Therefore, Thor Listau and his delegation harbored the ambition to convince the Japanese that salmon from the cold Atlantic Ocean was different and suitable for sushi. They succeeded in their campaign to persuade the Japanese to use Norwegian salmon in sushi. By the 1990s, Kaiten sushi (or conveyor belt sushi) had become a favorite choice in Japan, then spread throughout Asia, Europe, and America. This wave brought sushi closer to people all over the world .
The global sushi market experienced strong growth in the 2000s, reaching approximately 30% annually by 2008. Norwegian salmon, at that time, made a name for itself among discerning food lovers worldwide due to its superior quality. Today, Norwegian salmon is the leading sushi ingredient in 17 out of 20 countries, accounting for 53% of the global salmon market and exporting to 113 countries. Its tender, fatty, orange-red slices have become an iconic culinary symbol for the past 40 years.
Norwegian salmon is sustainably farmed in pristine, cold seawater, creating ideal conditions for slow growth, resulting in firm, flavorful flesh that ensures freshness and safety when used in sashimi and sushi. Thanks to its consistent quality and rigorous food safety control processes, Norwegian salmon has become an icon of modern sushi, paving the way for the global trend of enjoying premium seafood.
In August, to celebrate the 40th anniversary of Norwegian salmon making a name for itself in Japanese sushi and to bring the experience of high-quality Norwegian salmon closer to consumers, the Norwegian Seafood Council expanded its activities to strengthen partnerships and promote Norwegian seafood in Vietnam. One of the key highlights was the signing of strategic cooperation agreements with major Japanese restaurant chains Zumwhere and Morico.
From now until September 30th, customers can enjoy premium sushi and sashimi made from fresh Norwegian salmon at partner restaurants of the Norwegian Seafood Council, including Zumwhere, Morico, Basta Hiro, and Botejyu, on a special menu designed to celebrate the exquisite flavor and texture of Norwegian salmon, elevating the dining experience. Diners will also have the chance to participate in a lucky draw to win prizes such as a signed football jersey or ball from international football superstar and global brand ambassador of the Norwegian Seafood Council, Erling Haaland, a convenient cutlery set, or a premium travel bag.
Through collaborations with leading supermarket chains such as Homefarm, Vimexfood, and Kome88, the Norwegian Seafood Council is also striving to bring high-quality Norwegian salmon, with its authentic Norwegian flavor, closer to consumers. During this same period, customers can visit partner stores of the Norwegian Seafood Council and receive attractive gifts such as a convenient cutlery set branded "Seafood from Norway" and a "Seafood from Norway" tote bag as part of a promotional program.
Source: https://thanhnien.vn/hanh-trinh-40-nam-chinh-phuc-am-thuc-the-gioi-cua-ca-hoi-na-uy-185250904155421332.htm
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